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  • Report The Four Facets Of Adaptable Digital Commerce Teams

    Organization: The Retail eCommerce Playbook
    December 19, 2018 | Sucharita Kodali

    Rapidly changing market conditions are forcing retailers to balance a growing eCommerce business with an often challenging store business and customers with high expectations and many choices. How...

  • Report Mobile Shopping Is Stalling, But Don't Panic

    May 3, 2018 | Sucharita Kodali

    Retailers have been aggressively investing in mobile commerce. However, the total percentage of physical goods retail in the US sold via mobile devices has not grown significantly in recent years....

  • Report Survival Of The Best Fit: Fashion Market Sheds Department Stores, Small Retailers

    Sector Spotlight: US Fashion
    April 25, 2018 | Sucharita Kodali

    Empowered shoppers have pulled the rug out from under the second-largest retail subcategory, fashion, which comprises clothing, accessories, and footwear. Pure plays and wholesale brands are...

  • Report Digitally Impacted Retail Sales In 2018: Still Only Half Of Retail

    Highlights From The Forrester Data: Digital-Influenced Retail Sales Forecast, 2017 To 2022 (US)
    March 26, 2018 | Sucharita Kodali

    Half of US retail sales are now digitally impacted. Forrester expects this figure to grow to 58% by 2022. While mobile and omnichannel adoption influence digital impact, industries like grocery...

  • Report Apocalypse, Schmapocalypse: What's Really Happening In Retail

    January 8, 2018 | Sucharita Kodali

    Despite all the press about the supposed impending doom in retail, we believe digital business strategy executives should take a more realistic (and pragmatic) overview of the state of the...

  • Report US Retail Segmentation: Gen Y Online Shoppers

    Using Forrester Technographics® To Profile Generation Y Online Shoppers In The US
    May 19, 2014 | Martin Gill, Sucharita Kodali, Douglas Roberge

    In the US, Gen Y is a digitally savvy segment that frequently buys online through a number of touchpoints and will continue to be a core segment for US online retailers for years to come. eBusiness...

  • Report Why Every Online Retailer Needs To Think Green

    The "Green Consumer" Opportunity And How Retailers Can Seize It
    December 3, 2013 | Sucharita Kodali, Douglas Roberge

    Retailers have been dancing around green initiatives for years, but consumer demand has finally put green retail on the main stage. In addition to their obvious positive (or, at least, less...

  • Report US Online Holiday Retail Forecast, 2013

    US Online Holiday Sales To Top $78 Billion
    November 25, 2013 | Sucharita Kodali, Douglas Roberge

    Forrester estimates that US holiday season online sales will grow 15% from 2012 to 2013. Despite a dip in consumer confidence in October and a truncated holiday season, Forrester expects consumers...

  • Report Free Shipping Continues To Be Every Retailer's Frenemy

    October 7, 2013 | Sucharita Kodali, Marcus Johnson

    Shipping can be seen as both a friend and an enemy to retailers, incentivizing customers to transact via free offers on the one hand while incurring hard costs on the other. Unfortunately,...

  • Report How US Consumers Shop On Mobile Devices

    Consumers Use Mobile Phones Primarily For In-Store Product Research
    May 13, 2013 | Sucharita Kodali, Marcus Johnson

    Sales remain small on mobile devices, and online retailers are taking a cautious approach to investment in mobile services — for now. In this report, we discuss the size of the US mobile retail...

  • Report Will Facebook Ever Drive eCommerce?

    Demystifying The Hype For Retail eBusiness Executives
    April 7, 2011 | Sucharita Kodali

    In spite of the fact that hundreds of millions of people around the world have Facebook accounts, the ability of the social network to drive revenue for eCommerce businesses continues to remain...

  • Report How eBusiness Can Court Multichannel Catalog And TV Shoppers

    January 27, 2011 | Sucharita Kodali

    Retailers want to engage multichannel shoppers — that much they know. But who these shoppers are and how retailers go about courting them are entirely different stories. Below is a profile of the...

  • Report What You Need To Know About Third-Party Recommendation Engines

    November 18, 2010 | Sucharita Kodali

    eBusiness executives continue to look for new ways to increase their conversion rates and customer retention. In recent years, third-party recommendation engines, which have earned a reputation for...

  • Report Understanding Shopping Cart Abandonment

    Customers Are Often Unprepared To Buy And Stunned By Shipping Costs
    May 20, 2010 | Sucharita Kodali, Peter Hult

    Despite improvements in site design and increased consumer comfort with online purchasing, 88% of Web buyers say that they have abandoned an online shopping cart without completing a transaction....

  • Report US Online Retail Forecast, 2009 To 2014

    Online Retail Hangs Tough For 11% Growth In A Challenging Economy
    March 5, 2010 | Sucharita Kodali, Peter Hult

    Amid a global financial crisis, US online retail (excluding auto, travel, and prescription drugs) managed to grow 11% in 2009 to reach $155.2 billion. With a 10% compound annual growth rate (CAGR),...

  • Report Who Buys Groceries Online And Why

    February 12, 2010 | Sucharita Kodali

    Web grocery continues to be a low-penetration retail category online. Less than 10% of US online adults have purchased groceries online, but those who are doing so are valuable consumers: US online...

  • Report Consumer Usage Of Kiosks And Self-Service Checkout Tools

    December 8, 2009 | Sucharita Kodali

    In-store kiosks and self-service technologies are becoming more present in consumers' everyday lives via ATMs and airport check-in and can provide opportunities for cross-channel growth. They're...

  • Report Adaptive Brand Marketing: An eBusiness Perspective

    November 13, 2009 | Sucharita Kodali

    Adaptive Brand Marketing is a flexible approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity. We expect marketing...

  • Report US Online Holiday Retail Forecast, 2009

    November 2, 2009 | Sucharita Kodali

    Forrester expects online retail sales to reach $44.7 billion during the months of November and December 2009, an 8% increase over 2008. Despite the lingering effects of the global financial crisis,...

  • Report How The Best Manufacturer Web Sites Drive Sales (Hint: Through Other Stores)

    July 23, 2009 | Sucharita Kodali, Peter Hult

    Forrester recently conducted a joint study with Channel Intelligence to better understand the role of manufacturer Web sites in consumers' path to purchase. We found that manufacturer Web site...

  • Report Success In Mobile Commerce Means Asking The Right Questions Now

    July 16, 2009 | Sucharita Kodali

    Forrester recently adapted its methodology for creating a successful social strategy — based on understanding people, objectives, strategy, and technology (POST) — to the mobile strategy space....

  • Report Trends 2009: US Online Retail

    Surviving Companies Must Focus On Quick Wins And Pricing To Grow
    April 29, 2009 | Sucharita Kodali

    While consumer-facing companies struggle to grow in an unprecedented economic climate, Web divisions of these companies continue to garner attention, from both shoppers seeking lower prices and...

  • Report The Emerging Opportunity In Mobile Commerce

    Explosive iPhone Adoption Resuscitates An Old Idea
    February 12, 2009 | Sucharita Kodali

    The rapid consumer adoption of the iPhone has encouraged retailers to once again consider the mobile-enabled commerce opportunity. Only 14% of US Web buyers who own a mobile device that is capable...

  • Report US eCommerce Forecast, 2008 To 2013

    The Economic Meltdown Guarantees A Slowdown Of Growth In 2009
    February 2, 2009 | Sucharita Kodali

    US non-travel eCommerce sales grew by 13% from 2007 to 2008 and are expected to grow 11% in 2009. These figures represent a significant slowdown in growth from 2007, when online sales were 18%...

  • Report Myths And Truths About Online Customer Reviews

    Ten Things Online Retailers Should Know About Customer Reviews
    December 23, 2008 | Sucharita Kodali, Peter Hult

    Online shoppers are incorporating social content like customer ratings and reviews in their product research process, and many retailers have fully embraced the strategy. We uncovered five truths...

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